order winners and market qualifiers

8/10/2019 Order Winners and Market Qualifiers

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M. S. Ramaiah School of Advanced Studies 1

Order winners and market qual if iers. ppt / 02.02.2010 EMM FT09

Order winnerand

Market Qualifiers


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Contents

Introduction - Order winner and Market Qualifier

Characteristics of Order winner and Market qualifier

Why Order winner and Market qualifier ??

Whats Order loser ??

Examples of Order winner and Market Qualifier

Case studyM/c Donald

Conclusion


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Introduction - OW & MQ

Operations strategist and author Terry Hill introduced the

terms qualifier and order winner (1989).

Order winners

Criteria are factors which provide a competitive edge over the

other companies selling in the market. If achieved, they will

influence customers to purchase the product.

Market qualifiers

Criteria are factors which are essential in order to maintain a place

in the market - without them, customers will be seriously

discouraged from purchasing the product


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Characteristics of OW & MQ

Order winner and market qualifiers and their relative weightings

will change over time.

Order winners and market qualifiers are both market specifics.

Not all order winners and market qualifiers are related to

manufacturing.


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Why OW & MQ

The concept of order winners and qualifiers, are to provide a

framework for a company's product to gain sales in the market.

It can provide a clear link between a companysmarketing strategy

and the impact on operations.

Through this analysis, the company can decide on its product range

and the necessary technological development

To introduce successful new products in the long term.


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Whats Order loser ??

Order loser

are the outputs which will make the customer in the market to

avoid purchasing your product.


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Order Qualifier : Pizzas, Burgers, fries are available.

Order Winner : A cool toy and a chocolate is given with the Pizza .

Order Loser : Bad tasting pizzas , soggy fries, etc.

Example: Taking a group of children to a Pizza corner

Example: Selecting a bank after moving to a new city

Order Qualifiers : ATM access, online banking drive-up window

Order Winner : free checking, no ATM fees for other banks ATMS

Order Loser : No ATM access, no online access.

Examples of OW, MQ, OL ??




Case study .




Case study

McDonalds corporation started in 1955, by Raymond Kroc in America

In 1957 company established their motto QSC & V

In 1965 company goes public

McDonalds entered to Indian market in 1996

Today McDonalds is the worlds largest fast food chain serving 47

million customers daily and worth more than $25 billions




Challenges in Entering Indian Markets

Most Indians are barred by religion not to consume beef or pork.

India has a huge population of vegetarians.

McDonalds strategy to Qualify Indian market

McDonalds came up with chicken, lamb and fish burgers to suite

the Indian palate.

The company came up with a completely new line of vegetarian

items like McVeggie burger and McAlooTikki.

The separation of vegetarian and non-vegetarian sections is

maintained throughout the various stages.

Case study




Case study of McDonalds

McDonalds Order winning strategies

Product: McDonalds provided a totally different menu as compared to

its International offering.

Place: The made available to the customer at the right

place, at the right time and in the right quantity.Price: This was to attract the middle and lower class consumers

Promotion: The right message has been communicated to the right

audience through the right media.

People: McDonalds understood the value of both its employees and

its customers.




Conclusion

Low High

Negative

Order Winners

Market Qualifiers

Positive

Neutral

Achieved Performance

Competitive

Benefit

Order winners and Market Qualifiers




Conclusion

Low High

Negative

Order Winners

Positive

Neutral


Competitive

Benefit

Delights

Market Qualifiers

Adding delights




Conclusion

Low High

Negative

Order Winners

Qualifiers

Positive

Neutral


Competitive

Benefit

Delights

Delights become order winners

Order winners become qualifiers


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order winners and market qualifiers

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